Penny's Supermarket Christmas Ad Features an Estranged Family
Laura McQuarrie — November 18, 2017 — Marketing
References: serviceplan & adweek
Although the majority of holiday ads are filled with festivity and cheer, Penny's supermarket Christmas ad addresses the fact that the season looks anything but bright for many families.
Penny, a discount supermarket chain based in Germany, launched 'The Path' to tell a two-minute story of a mother and her daughter through the eyes of Award-winning Viennese director Chiara. Over the course of a few minutes, the ad shows an artful, metaphorical look at the challenging path that must be taken to overcome the obstacles in a relationship.
Although the tone of the Christmas ad is quite somber, the slogan that accompanies the film is "Christmas. Time to reconcile." As such, Penny's campaign offers a real, heartfelt and emotional look at the realities of the holiday season for many consumers.
Penny, a discount supermarket chain based in Germany, launched 'The Path' to tell a two-minute story of a mother and her daughter through the eyes of Award-winning Viennese director Chiara. Over the course of a few minutes, the ad shows an artful, metaphorical look at the challenging path that must be taken to overcome the obstacles in a relationship.
Although the tone of the Christmas ad is quite somber, the slogan that accompanies the film is "Christmas. Time to reconcile." As such, Penny's campaign offers a real, heartfelt and emotional look at the realities of the holiday season for many consumers.
Trend Themes
1. Emotional Holiday Ads - Opportunity for brands to explore emotional and thought-provoking narratives that resonate with consumers during the holiday season.
2. Realistic Depictions of Relationships - Chance to portray authentic and relatable experiences that consumers can connect with, moving away from the traditional idealized portrayals.
3. Addressing Difficult Emotions - Space for brands to acknowledge and address the challenging emotions that may arise during the holiday season, offering support and understanding.
Industry Implications
1. Supermarket Chains - Supermarkets can create campaigns that emphasize the importance of coming together as a family and provide resources for resolving conflicts during the holidays.
2. Film and Advertising - Opportunity for filmmakers and advertisers to craft emotionally resonant narratives that bring awareness to difficult aspects of the holiday season.
3. Retail & Consumer Goods - Retailers can create inclusive holiday campaigns that recognize and validate the emotions experienced by consumers, offering products and services that cater to their needs.
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